{"id":149155,"date":"2026-09-18T16:06:22","date_gmt":"2026-09-18T14:06:22","guid":{"rendered":"https:\/\/mint-square.com\/?p=149155"},"modified":"2026-09-18T16:06:22","modified_gmt":"2026-09-18T14:06:22","slug":"arp-explained-audience-reach-percentage","status":"publish","type":"post","link":"https:\/\/mint-square.com\/en\/2026\/09\/18\/arp-explained-audience-reach-percentage\/","title":{"rendered":"Audience Reach Percentage (ARP) Explained"},"content":{"rendered":"

[vc_row row_height_percent=”40″ override_padding=”yes” h_padding=”2″ top_padding=”7″ bottom_padding=”7″ back_image=”149157″ parallax=”yes” kburns=”magnetic” overlay_color=”color-black” overlay_alpha=”65″ gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″ content_parallax=”0″ uncode_shortcode_id=”215635″ overlay_color_type=”uncode-palette”][vc_column column_width_percent=”100″ position_horizontal=”left” position_vertical=”middle” gutter_size=”2″ style=”dark” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/1″ uncode_shortcode_id=”170731″][vc_custom_heading text_color=”color-white” heading_semantic=”h1″ text_size=”fontsize-160000″ text_weight=”500″ text_transform=”uppercase” text_space=”fontspace-135905″ uncode_shortcode_id=”270122″ text_color_type=”uncode-palette”]MINT SQUARE ARTICLE<\/p>\n

[\/vc_custom_heading][vc_custom_heading text_color=”color-white” heading_semantic=”h1″ text_size=”fontsize-338686″ text_weight=”500″ uncode_shortcode_id=”183874″ text_color_type=”uncode-palette”]Audience Reach Percentage (ARP) Explained[\/vc_custom_heading][vc_custom_heading text_color=”color-white” heading_semantic=”h1″ text_size=”h3″ text_weight=”400″ uncode_shortcode_id=”163092″ text_color_type=”uncode-palette”]How The Trade Desk scores every DOOH screen by audience concentration, and when that precision makes the difference.<\/em>
\n[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_empty_space empty_h=”0″][vc_column_text uncode_shortcode_id=”133923″]<\/p>\n

Audience-First Planning in Programmatic DOOH<\/h4>\n

Good DOOH planning has always started with the audience. Fitness enthusiasts get reached through gym screens, office professionals through screens in corporate buildings and around business districts, shoppers through placements in and around retail. Venue choice has always stood in for audience choice, and an experienced planner’s instincts are often right.<\/p>\n

But that matching runs on assumption. A venue category tells you who is probably nearby, not how strongly a specific audience actually concentrates around each individual screen, or how that concentration shifts across the day. Two gym screens in the same city can index completely differently for the same target group, and neither a rate card nor a traffic count will say which is which.<\/p>\n

Audience Reach Percentage, ARP, closes that gap. It’s The Trade Desk’s proprietary, audience-first method for planning and optimising DOOH campaigns. Instead of assuming which screens an audience is likely to pass, ARP measures where a defined target audience actually concentrates, and moves budget there.<\/p>\n

Worth flagging early: ARP itself is specific to The Trade Desk. Other platforms and data partners offer their own audience-indexing approaches, and the tooling differs. But the audience-first principle behind it applies across programmatic DOOH generally, not just on this one platform.[\/vc_column_text][vc_column_text uncode_shortcode_id=”205777″]<\/p>\n

How ARP works<\/h4>\n

ARP assigns a relevance score to every DOOH screen available to a campaign. In simple terms, the score is the share of devices seen around a screen that belong to the target audience, target-audience devices divided by all devices seen nearby. A screen surrounded mostly by the target audience scores high. A busy screen surrounded mostly by the wrong people doesn’t, no matter how much traffic it sees.<\/p>\n

Screens are then sorted into tiers, with Tier 1 holding the strongest-indexing locations. The platform shifts budget dynamically toward the most relevant tiers, and keeps re-evaluating throughout the day as the audience around each screen changes.<\/p>\n

A concrete example makes this easier to picture: a city-centre bus stop might rank Tier 1 at 8am, busy with commuting young professionals, then slip to Tier 2 by lunchtime as that audience disperses. ARP registers the change and reallocates automatically. No manually built site list could keep up with that rhythm.<\/p>\n

Why it matters<\/h4>\n

Less wasted spend.<\/strong> Traditional outdoor buying treats wastage as normal, impressions delivered to people who were never in the audience. ARP concentrates budget where the audience genuinely is, hour by hour, rather than averaging it across everyone who happens to walk past.<\/p>\n

A wider definition of reachable.<\/strong> A few years ago, our audience is too specific for outdoor was often true. With audience-first planning, audiences that once looked too niche for DOOH can frequently be reached efficiently, because the plan starts from measured audience concentration rather than venue assumptions.<\/p>\n

Provable targeting value.<\/strong> The Trade Desk reports delivered ARP against a baseline, the audience delivery that would have been achieved by simply running untargeted across every screen in the deal, calculated with a five day, same hour lookback so the comparison accounts for how audiences vary by time of day. The gap between the two isolates exactly what the targeting added, which makes it one of the more defensible numbers a DOOH report can contain.<\/p>\n

ARP<\/strong> in a live campaign<\/strong><\/h4>\n

In MINT Square’s campaign for the German mineral water brand VILSA, ARP scored every available screen against a target audience of football fans and grassroots players, re-evaluating hour by hour and concentrating budget where the right people actually were. The result: 90 percent of impressions delivered to the desired audience, a 60 percent uplift in target-audience reach, and an uplift of 4.6 million audience impressions. The full case study is featured in MINT Square’s Practical Guide to DOOH (Available at the end of this Article)[\/vc_column_text][vc_single_image media=”149162″ caption=”yes” media_width_percent=”95″ uncode_shortcode_id=”192708″][vc_column_text uncode_shortcode_id=”174282″]<\/p>\n

When ARP is the right tool<\/h4>\n

ARP earns its place when the audience is definable in behavioural or demographic terms but spreads out or is hard to place, and when precision matters more than raw coverage. When the time and place are already known, a trade fair, a store opening, match day around a stadium, planning directly around that moment can be simpler and just as effective. The choice should follow the brief, not the feature list.<\/p>\n

MINT Tip:<\/strong> Ask for the delivered-versus-baseline ARP comparison in campaign reporting. It’s the cleanest way to show a client what the targeting actually added, rather than crediting it with reach the screens would have delivered anyway.<\/p>\n

Key takeaways<\/h4>\n

ARP is The Trade Desk’s proprietary audience-first planning method: define the audience, and the platform finds where it concentrates near available screens. Every screen receives an hourly relevance score and is sorted into tiers, with budget shifting automatically toward the strongest tiers as audiences move through the day. The delivered-versus-baseline comparison isolates the value the targeting added, making the result defensible in front of any client. Use ARP when the audience is definable but spread out, known time-and-place moments may not need an audience layer at all.[\/vc_column_text][vc_empty_space][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_row_inner][vc_column_inner column_width_percent=”100″ position_horizontal=”left” position_vertical=”middle” align_horizontal=”align_center” gutter_size=”3″ back_color=”color-petrol-blue” overlay_alpha=”50″ radius=”lg” shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/2″ uncode_shortcode_id=”146717″ back_color_type=”uncode-palette”][vc_custom_heading text_color=”color-white” uncode_shortcode_id=”865365″ text_color_type=”uncode-palette”]Your free guide to DOOH[\/vc_custom_heading][vc_button button_color=”color-mint-green” radius=”btn-round” border_width=”0″ link=”url:https%3A%2F%2Fmint-square.com%2Fen%2Fplaybook-dooh-landingpage%2F|title:Playbook%20DOOH%20Landingpage|target:_blank” button_color_type=”uncode-palette” uncode_shortcode_id=”131173″]Download our free DOOH guide[\/vc_button][\/vc_column_inner][vc_column_inner column_width_percent=”100″ position_horizontal=”right” align_horizontal=”align_center” gutter_size=”3″ back_color=”color-petrol-blue” overlay_alpha=”50″ radius=”lg” shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/2″ uncode_shortcode_id=”631082″ back_color_type=”uncode-palette”][vc_custom_heading text_color=”color-white” uncode_shortcode_id=”781568″ text_color_type=”uncode-palette”]New to DOOH? Start here[\/vc_custom_heading][vc_button button_color=”color-mint-green” radius=”btn-round” border_width=”0″ link=”url:https%3A%2F%2Fmint-square.com%2Fen%2Fmint-insight-2%2Fcontact%2F|title:Contact|target:_blank” button_color_type=”uncode-palette” uncode_shortcode_id=”135335″]Talk to our DOOH experts[\/vc_button][\/vc_column_inner][\/vc_row_inner][vc_empty_space][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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